Brand Leveraging (by trademark licensing strategy)

Brand Leveraging encompasses the instruments used to extend the brand utilization in order to generate additional sales and increased brand value creation. The brand – as the driving force of the core business, or brand leverage – contributes to the company’s success through its function as subject of loyalty and enabler of a price premium.

Company Value & Brand Value

In recent times, it has become increasingly clear that the value of the brand can account for more than 50% of the value of the company. This is valuable for the consumer goods sector as well as for the services and capital goods sector (e.g. PWC study 2012). That’s why Brand Leveraging is a very important perspective when it comes to Stakeholder-guided Brand & Reputation Management. In this context, it is important to note that the brand leverage activities do only make sense in combination with brand valuation and brand controlling, which build the prerequisites to measure the success of the various instruments.

Our approach

We successfully advise companies and investors when it comes to Brand Leveraging. Our proven approach is summarized in the following chart:

If you want to learn more about how we can support you in your future Brand leveraging activities, please contact us.